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Seeking Market Access for Iowa-Based, Value-Added Food

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Seeking Market Access for Iowa-Based, Value-Added Food RWG02-05A Investigation of Strategic Partnership Opportunities with Iowa Convenience Store Retailers: Seeking Market Access for Iowa -Based, Value-Added Food Products By John Norwood, Sue Futrell and Mary Holz-Clause November 1, 2005 Introduction Recent stories from the popular press have suggested that convenience stores may be an untapped opportunity for Iowa producers to market local products. The purpose of this study was to investigate the interest that Iowa-based convenience stores (C-stores) may have in purchasing locally grown or locally prepared foods. Independent Iowa producers appear to be well situated to tap this rapidly growing market segment. Iowa is home to a significant number of C-store operations which span from the single store operator, to mid-sized operations with 5 to 20 stores, to large multi-state enterprises with 100 or more stores across the Midwest. While convenience stores historically have relied on the sale of gasoline, tobacco and other convenience products to provide three quarters of their revenue, the industry reports new trends toward expanded food offerings as a way to improve both revenue generation and overall store profitability. Sales of food products in C-stores have been steadily increasing as a proportion of revenue over the past 10 years. In many small rural towns where population declines have led to the closing of local grocery stores, the convenience store has taken its place as both a source of basic sundries and as a community node. Meanwhile in some urban intercity neighborhoods, mainstream grocery stores have relocated to more lucrative locations leaving C-stores to supply both gas and convenience groceries. In other cases, C-Stores have incorporated fresh produce, gourmet coffee and prepared foods in response to increasing competition from Wal-Mart and other discounters which have migrated into gasoline and groceries. In March, 2005, The Hartman Group reported on the trend toward more fresh foods in C-stores: “7-Eleven, for example, recently announced it has rolled out national, computerized supply chain technology that allows it to fill small SKU volumes the next day, using local vendors and warehouses. This is allowing each store to customize its offerings in great detail, much like independent coffee shops do. 7-Eleven is also developing a network of fresh foods kitchens and vendors to supply its stores with daily loads of fresh foods as well.” And in July, 2005, the Scottish Executive reported that sales of fresh produce in C-stores in the UK have met with success: “Sales of fruit and vegetables at one participating store rose significantly simply by increasing the space for produce and moving it from the front to the back of the store. The managing director of David Sands, Ltd. in Kennoway, said his store joined the pilot program after a survey of his customers revealed that two-thirds wanted the store to sell more healthy foods.” Iowa State University Extension Value Added Agriculture Program, November 1, 2005 1 The rapid growth of the convenience store industry, coupled with a more focused product line, and the presence of a number of Iowa-based companies led us to believe that this might be a good market channel for local growers. Major C-store chains based in Iowa or the upper Midwest include: ¾ Casey’s General Stores (Ankeny, IA) ¾ Handimart (Cedar Rapids, IA) ¾ Kum & Go (West Des Moines, IA) ¾ Kwik Shop (Hutchinson, KS) ¾ Kwik Trip (Wisconsin), and ¾ Quik Trip (Tulsa, OK) Casey’s General Stores, Inc. owns and operates nearly 1,340 convenience stores in nine Midwestern states. Headquartered in Ankeny, Iowa, Casey’s operates C-stores in Iowa, Illinois, Indiana, Kansas, Minnesota, Missouri, Nebraska, South Dakota and Wisconsin. According to the company website, stores offer prepared food items, such as made-from-scratch pizza, donuts, chicken tenders, and sandwiches, in addition to grocery items. Casey’s began in 1968 with its first store locations anchored in small Iowa towns. The small town emphasis continues, and as of July 31, 2004, nearly 60 percent of its stores are located in towns with populations under 5,000; 75 percent of Casey’s stores are located in towns with populations under 10,000. Casey’s owns and operates its own distribution center and transportation system. Casey’s fleet delivers approximately 70 percent of the gasoline and 90 percent of the in-store products it sells. In the fiscal year ending April 30, 2004, Casey’s sales exceeded $2.4 billion including more than 990 million gallons of gasoline. Gasoline represented 63 percent of sales and 24 percent of gross profit. Grocery and merchandise represented 29 percent of sales and 50 percent of gross profit, and prepared food 8 percent of sales and a whopping 26 percent of gross profit. HandiMart Food Stores is locally owned and operated by Nordstrom Oil Company of Cedar Rapids, Iowa. HandiMart currently ranks among the top ten marketers of Phillips 66 products in the United States. In 1980, Nordstrom Oil Company entered the convenience store business by opening its first HandiMart Food Store in southwest Cedar Rapids. The company currently operates 34 HandiMarts in Cedar Rapids, Marion, North Liberty, Coralville, Iowa City, Hiawatha, Fairfax, Amana, Williamsburg and the Des Moines area. Nordstrom Oil Company is also involved in several fast food franchises. Currently, there are nine Blimpie Sub and Salad locations in Cedar Rapids, Iowa City, North Liberty and Coralville. Iowa State University Extension Value Added Agriculture Program, November 1, 2005 2 In addition, Nordstrom owns one Nordy’s Sub and Salad in Amana, one Hot Stuff Pizza and one A&W in Cedar Rapids, and their own Java Creek Cafe in Cedar Rapids. Kum & Go was founded in 1959 in Hampton, Iowa. Today it has grown to more than 420 convenience stores in 13 states (Iowa, Kansas, Minnesota, Missouri, Montana, Nebraska, North Dakota, Oklahoma, South Dakota, Colorado, Arkansas, Wyoming and Wisconsin). In the 1980s, the company was one of the first convenience store operators to add quick serve restaurants. Kum & Go contracted with Blimpie, Taco John's and Burger King to offer the service. The company now employs more than 4,000 associates. In addition to a wide selection of branded products, Kum & Go has developed its own line of private label products under the Hiland brand name, including gourmet coffee, water, potato chips, sandwiches and snack nuts. Kum & Go has maintained a tradition of community reinvestment, each year returning 10 percent of its profits to local communities. Kum & Go is the United States 22nd largest convenience store chain. Kwik Shop is a subsidiary of Kroger, Inc. – one of the largest grocery chains in the United States. Kwik Shop was founded in 1960 and currently operates 795 convenience stores in 16 states under six banners. The Kwik Shop banner, with regional headquarters in Hutchinson, KS, operates in Illinois, Iowa, Kansas and Nebraska. The stores offer a limited selection of private- label Kroger products. Some stores are served by Kroger distribution centers. New Kwik Shop convenience stores have footprints that range from 1,700 to 4,800 square feet. Stores are typically located on an acre to an acre and a half lot, with 4-8 gas pumps. Kwik Shop prefers to locate convenience stores in small to medium-sized towns near interstate highways. Two-thirds of the stores are located in communities with fewer than 75,000 residents. Kwik Trip, based in Wisconsin, was started in 1965, and now operates more than 350 Kwik Trip, Kwik Star, Hearty Platter, and Tobacco Outlet Plus stores throughout the Midwest. The Kwik Star banner is used in Iowa. Kwik Trip, Inc. maintains total quality control over a wide variety of products by producing and packaging these items in their own state-of-the-art facilities. In addition to a corporate support center, which handles the administrative needs of stores and co-workers, they have their own bakery, commissary, dairy, distribution warehouse and vehicle maintenance divisions. QuikTrip, headquartered in Tulsa, Oklahoma, owns and operates over 450 convenience stores in nine states. There are no franchises. Almost all QuikTrip stores are located in large urban markets. The Iowa division of QuikTrip is based in Des Moines and operates stores in the Des Moines and Cedar Rapids metro markets. QuikTrip is ranked 38th on the Forbes List of Privately Held Companies. They promote themselves as having strong civic ties and an emphasis on social responsibility, with stores Iowa State University Extension Value Added Agriculture Program, November 1, 2005 3 contributing 5 percent of profits to local charities. In addition to these medium to large market players, other participants in this study included several smaller, independent operators with 10 or fewer store locations. Scope of Work The purpose of this study was to identify and begin to understand the most important market requirements of suppliers to the convenience store channel. By understanding these market requirements, the authors would like to begin identifying opportunities for distributing locally grown or produced value-added food products. This study was focused on two geographic locations in central Iowa: ¾ A rural area, consisting of Guthrie and Audubon counties; and ¾ An urban/suburban area, consisting of Polk and Dallas Counties. The authors had two primary hypotheses they wanted to test: ¾ By building strategic relationships with local producer groups supplying high-quality goods, such as prepared foods, meats, fruits and vegetables, convenience store operators could compete against national discounters and other retailers in ways that do not require significant capital investment. ¾ By building strategic relationships with C-store operators, Iowa-based producers could develop new market outlets for their products. As described further in the objectives and strategies sections below, this study has identified a number of operators interested in partnership opportunities that could lead to new product introductions by Iowa producers.
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